For Marketing Leadership Professionals

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	April 26, 2007 Marketing Technology Adoption 2007 Forrester's Q4 2006 Marketing Benchmark Online Survey by Elana Anderson with Julie M. Katz, Jennifer Joseph	Average: 8  (5 ratings)

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Executive Summary

We recently surveyed 221 marketing technology decision-makers and influencers to discover their priorities and plans for technology adoption in 2007. Respondents resoundingly agree that improving customer experiences is their top technology theme — in particular, improving online experiences. What technologies do marketers plan to adopt to help them fulfill this goal? Technologies that help optimize and refine customer interactions and communications, such as site optimization, contact optimization, and interaction management. Marketing resource management is also getting a lot of attention as marketers seek to improve marketing accountability and process efficiency.

TABLE OF CONTENTS

• Marketers Turn To Technology To Improve Customer Experiences
  • Technology Costs And ROI Are Barriers To Adoption
  • Improving Customer Experience Unites Marketers
  • Marketers Seek Technologies To Help Them Optimize
  • Marketers Want Low-Cost Vendors For Technology
  • Industry Influences Technology Plans And Priorities
• Supplemental Material

This is an excerpt

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